In these times characterized by disinformation caused by fake news and a constant striving for sensation, every communication initiative aimed at spreading reliable and confirmed information counts. Therefore, especially important in crisis is communication addressed to foreigners who, for many reasons, live, work or study in our cities. They are the ones who, in the face of crisis, may feel the most confused and may need informational support from trustworthy institutions and offices.
Why is this so important?
Migrants should be aware of the potential threats of the crisis, know where and how they can get help and how to communicate their needs. Channels and methods of communication aimed to migrants should be adjusted to their needs and capabilities, and take into account possible language, cultural or technological barriers. Communication efforts should also take into account the differences between the migrants living in the given area, in this case in the city.
First of all – listen
In order to fully understand the situation of migrants, including their fears or problems they face, it is necessary to give them the feeling that we really want to listen to them. This will enable us to create a narration that meets their expectations. To achieve this, it is important to set up a helpline and call centres, especially in the acute phase of the crisis, to provide migrants with information support in different languages and encourage them to take advantage of free initiatives run by municipal institutions.
Information that meets the needs
In order to reach as large group of migrants as possible, local authorities should place special emphasis on the content of the message addressed to them – keeping in mind the differences between and within migrant groups. These include: language, culture but also age and access to media. Obvious and most important is to translate communicates into the languages spoken by migrants, to simplify them – by avoiding jargon and acronyms and to adapt them to different levels of literacy. It is also worth noting that graphics and audio or video materials are much more effective than the text itself.
Many communication channels
The use of both traditional and new media, which immigrant communities trust, can significantly increase the spread of information. The power of social media, thanks to which information can be shared practically in real time, should be highly appreciated. Furthermore, by making multilingual information available on official city profiles or on the profiles of migrant organizations, we enable other users to distribute this information on an endless scale.
Cooperation with local NGOs
Local organizations supporting migrants, including those with irregular migration status, have close, often very good contact with them. In crisis situations, they are the first place where foreigners turn for help. Therefore, the cooperation of local authorities with such institutions can definitely improve the communication between these authorities and the migrants, and help to better understand their needs in times of crisis.
Good practices
Łączy Nas Gdańsk (Gdańsk unites us) is the social campaign of Gdańsk City Hall executed within the framework of implementation of the Gdańsk Model of Integration of Immigrants, as well as the Model for Equal Treatment. Its aim is to promote activities related to the minimization of social inequalities and to show the positive aspect of diversity. The campaign has a dedicated subpage on the official website of the city and a Facebook profile, which Personal PR has been developing since the project was initiated. In the face of the situation caused by the coronavirus, the communication is multilingual and oriented towards informing migrants about the current situation in Gdańsk as well as in Poland.
Centrum Wielokulturowe (Multicultural Centre) is a project supporting intercultural and social integration co-financed by the Capital City of Warsaw. The mission of the centre is to help prevent social marginalization of migrants, as well as threats resulting from ignorance and stereotypes. In its office there is an info-point for migrants and a space for multicultural projects. The Centre has its own website and Facebook profile, which also currently includes multilingual materials about the coronavirus epidemic.
Model crisis communication directed at foreigners is also carried out in some Scandinavian cities. Multilingual information is posted on the official website of Oslo. Also, the campaign #Spreadthewordnotthevirus is promoted on its Facebook profile, it consists in video materials shared by foreigners in their mother tongue, which encourage others to stay at home in order to minimize the risk of spreading the coronavirus (a video in Polish). Another example for other local authorities is a Swedish municipality of Botkyrka, which has less than 100,000 inhabitants and more than half the population are foreigners. On the homepage of its official portal there are easily accessible and very well-prepared materials on coronavirus in as many as seventeen languages.
In crisis, but not only
The guidelines on communication between local authorities and foreigners should of course not only be applied in crisis situations. Regular, pro-active communication addressed to this social group is the basis for all activities aimed to integrate them with the rest of a society, as well as to make them feel a part of them. Showing migrants our efforts to improve their situation and our willingness to help them – first through actions, but also, what is important, through words they understand, is the key to build a strong relation based on mutual respect, trust and honesty.
